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14 October 2021

Best foot forward.

by Andrew MacGregor

Vans: “Something Out of Nothing” - 8 mins 14s

Tom Gould directs this engaging profile of Atlanta rapper JID for Vans footwear. Though he admits sport outranked music as a teenager ("You donít always marry your first love"), JID's powerful memory and innate creativity made him pursue a career in music via late-night recording sessions and pizza delivery gigs.

It's a grounded and relatable ode to self-reliance that suits the brand's street-level ethos. Though JID's wispy narration anchors the film, his entourage provide some choice insights into their go big or go home mindset ("Whatever we do, we're going hard and we're going fucking crazy"). Now viewers are encouraged to perform their own creative leaps...preferably whilst in Vans shoes.

Director: Tom Gould Ⓟ Ⓦ (Sweetshop Ⓟ Ⓦ)
Cinematographer: Anthony Carella

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